Apple’s iPhone 18 price tag: How much more will you pay?
The company is reportedly preparing to raise prices for its upcoming iPhone 18 lineup as it contends with soaring memory and component costs
25 August, 2026
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Apple’s biggest product launches are once again approaching, but this year’s iPhone reveal could come with an unwelcome surprise for consumers: a higher price tag.
The company is reportedly preparing to raise prices for its upcoming iPhone 18 lineup as it contends with soaring memory and component costs. Bloomberg’s Mark Gurman, writing in his latest “Power On” newsletter, said the iPhone is facing many of the same supply-chain pressures that have already affected Apple’s Macs and iPads and that a price increase “remains inevitable.”
The warning comes after Apple already raised prices across several major product categories. According to a report published by MacRumors, affected Macs and iPads increased by about 23 per cent on average roughly two months ago.
Now, the pressure appears to be moving toward Apple’s most important product: the iPhone.
For consumers, the potential increase could be significant. If Apple follows the roughly $100 price increase implemented by Samsung and Google on their latest smartphones, the iPhone 18 Pro could start at $1,199, compared with $1,099 for the current iPhone 17 Pro. That would represent an increase of about 9 per cent.
Read more: iPhone 18: What you need to know about its higher prices, delayed launch
And while $100 may sound relatively modest compared with some of Apple’s recent price increases, Gurman described the bump as a “fairly modest bump” given the severity of the current memory crunch.
The implication is clear: Apple may be absorbing some of the additional costs itself rather than passing the full increase on to customers.
Apple has already started raising prices
The potential iPhone price increase does not come out of nowhere.
Apple has already demonstrated that it is willing to raise prices as component and supply-chain costs increase. The company’s Mac and iPad lines have already absorbed substantial increases, making the iPhone the next major product category where consumers could feel the impact.
Gurman has previously indicated that Apple’s rising costs are putting pressure on its margins. The company has also warned of pressure on gross margins during the current quarter, suggesting that it is not simply passing every additional expense directly to buyers.
That distinction could become important for iPhone customers.
Apple has several options when dealing with higher production costs. It can absorb the costs and accept lower margins, raise prices, alter specifications, or combine all three strategies. Based on Gurman’s reporting, the company appears to be considering a price increase while still absorbing at least some of the additional expense.
The iPhone’s enormous customer base gives Apple more flexibility than many other smartphone makers. Consumers have demonstrated a strong willingness to pay for premium iPhones, and Apple may therefore have more room to increase prices without immediately damaging demand.
Still, there is a limit.
A $100 increase would put the iPhone 18 Pro into roughly the same pricing territory as Samsung’s latest flagship smartphones. That could make the increase easier for Apple to justify in the eyes of consumers.
A much larger jump, however, could create the kind of “sticker shock” that accompanied some of the more substantial Mac and iPad increases.
Why Apple may choose a $100 increase
Apple is reportedly watching how rivals respond to the same component-cost pressures.
According to Gurman, Samsung and Google have both raised prices on their latest smartphones by about $100. Matching that increase would give Apple a relatively straightforward path: increase the iPhone 18 Pro from $1,099 to $1,199 while keeping the device within the broader pricing range of premium Android competitors.
That could be an important consideration for Apple.
If rivals are raising prices because of the same memory and component pressures, Apple does not necessarily have to absorb the entire increase to remain competitive. Instead, it can point to a broader industry trend in which flagship smartphones are becoming more expensive to manufacture.
At the same time, the company can avoid going as far as it did with certain Mac and iPad products.
Gurman has argued that Apple has room to go higher because the Mac and iPad price increases were substantially larger. But the iPhone occupies a different position within Apple’s business. It is the company’s flagship consumer product and one of the most closely watched technology products in the world.
A sharp increase could therefore have a much greater impact on consumer sentiment.
The $100 figure may represent a middle ground: enough to offset some of Apple’s additional costs, but not enough to radically change the perceived price of the iPhone.
The upgrade subscription could make a higher price easier to swallow
Apple may also have another tool for reducing the psychological impact of a higher iPhone price.
Gurman has pointed to Apple’s new Upgrade subscription program as one way the company could soften the effect of higher upfront costs.
Rather than asking customers to pay the full price immediately, the program could allow buyers to spread the cost across monthly payments.
For Apple, that could make a $1,199 starting price feel less intimidating.
For consumers, however, the economics remain the same: spreading a higher price across monthly payments does not eliminate the increase. It simply changes how the cost is presented and paid.
That distinction could become increasingly important if Apple raises prices across more of its product portfolio.
The company’s strategy could therefore involve a combination of higher retail prices and more flexible financing or subscription options, allowing Apple to protect some of its margins without making the upfront cost feel dramatically higher.
The iPhone 18 Pro could have another problem: More expensive features
The possible price increase is arriving at the same time Apple is reportedly preparing substantial changes to its Pro lineup.
The iPhone 18 Pro and iPhone 18 Pro Max are expected to receive camera upgrades, and the larger Pro Max model could become more differentiated from the smaller Pro than in recent generations.
According to reports cited by News18, Apple could give the iPhone 18 Pro Max a variable-aperture main camera and a more powerful telephoto system that may offer up to 6x optical zoom.
If accurate, those features could give Apple another reason to position the Pro Max at an even higher price.
The reported variable-aperture camera would be particularly notable because it would allow the physical opening of the lens to change depending on shooting conditions. A wider aperture can allow more light to reach the sensor, while a narrower aperture can provide greater control over exposure and depth of field.
Earlier reports had suggested that both the iPhone 18 Pro and iPhone 18 Pro Max could receive the technology. But a newer claim from leaker Ice Universe, as reported by AppleInsider and cited in the News18 report, suggests the feature could instead be exclusive to the Pro Max.
That would mark a significant departure from the camera parity seen between Apple’s recent Pro models.
Pro Max buyers could be asked to pay more for better cameras
The reported camera changes could make the iPhone 18 Pro Max a more compelling, and potentially more expensive, choice for photography enthusiasts.
The two Pro models are expected to retain triple-camera systems, with 48-megapixel-class main, ultra-wide and telephoto cameras. However, the Pro Max could gain advantages from the hardware behind those megapixel counts.
The most significant reported difference is the variable-aperture main camera.
In low-light conditions, the technology could potentially allow more light into the sensor and reduce the need for aggressive computational processing. In brighter environments, narrowing the aperture could help control incoming light and provide additional depth-of-field options.
The technology could also prove useful for video creators who want greater control over exposure and background separation.
But buyers should not assume that a variable aperture automatically guarantees dramatically better photographs.
As the News18 report notes, image quality depends on much more than aperture. Apple’s sensors, lenses, image processing and software algorithms will all play a major role in determining the final result.
The Pro Max is also reportedly being considered for a more advanced telephoto system. A report cited by 9to5Mac, based on the Ice Universe leak, suggests the larger model could exclusively support 6x optical zoom, while the smaller Pro could have a lower or different configuration.
That could make the Pro Max particularly attractive to people who regularly photograph distant subjects, from sports and wildlife to concerts and travel.
For ordinary users, however, the difference may be harder to justify.
The camera gap may matter more than the price gap
If Apple does make the Pro Max camera hardware significantly better, consumers could face a more complicated buying decision.
In previous generations, choosing between the Pro and Pro Max was often primarily a question of size, battery life and display. If the reports about the iPhone 18 generation are accurate, camera capabilities could become another major dividing line.
That matters because it gives Apple a stronger argument for charging a premium for the larger model.
A consumer who wants the best possible camera could be willing to pay more, particularly if the Pro Max becomes the only model with the variable-aperture main camera and enhanced optical zoom.
At the same time, the smaller iPhone 18 Pro could remain the better value for consumers who do not need those features.
The ultra-wide camera is expected to remain broadly similar between the two models, while the front-facing camera is also expected to be comparable. Recent reports have pointed to an 18MP front camera, meaning selfies, FaceTime and front-facing video may not provide a major reason to upgrade to the Pro Max.
That could leave the camera as the biggest area of differentiation.
Apple’s foldable iPhone adds another layer to the pricing question
Apple is also expected to unveil a completely new product category alongside the iPhone 18 Pro models: its first foldable iPhone.
Bloomberg’s Mark Gurman has reported that the device is internally referred to as the iPhone Ultra, and early testers are reportedly impressed by its design, durability and how easily it fits into a pocket.
Gurman wrote in his latest “Power On” newsletter that people who have used the device have praised the feel of its hinge and the iPad-like app layouts that appear when the larger internal screen is opened.
The foldable is expected to feature a 5.5-inch outer display and an approximately 7.8-inch internal display.
There is, however, one major camera compromise: the device reportedly does not have a telephoto lens.
According to Gurman, that could cost Apple some sales, particularly given the expected price. Reports suggest the iPhone Ultra could start at around $2,000 and potentially exceed $2,500 with higher storage configurations.
The device is expected to use a dual-camera system consisting of a 48MP main camera and an ultra-wide camera.
Apple is also reportedly using Touch ID in the side button rather than in-display Face ID, a compromise that may help the company keep the folded device around 4.5mm thick when unfolded.
When will Apple announce the new iPhones?
The timing of the launch is itself becoming a story.
Apple is expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max and foldable iPhone Ultra in September. The regular iPhone 18, lower-cost iPhone 18e and iPhone Air 2 are reportedly being pushed to around March 2027 under a new launch strategy.
An “exclusive” report from Australian media outlet ChannelNews claimed that Apple’s event would take place Tuesday, September 8. But that date has been questioned because Apple has historically avoided holding its iPhone event immediately after Labor Day.
Gurman said in his latest newsletter that the event will take place “on or around” Wednesday, September 9.
There is another complication. If Apple held the event on September 8 or 9, pre-orders would ordinarily begin on Friday, September 11. That date marks the 25th anniversary of the September 11 attacks, potentially making it a date Apple would prefer to avoid for a major commercial launch.
The company could therefore push the event into the following week.
Gurman has reported that the event will take place in the first half of September, leaving September 15 as a possible latest date. Under that scenario, pre-orders could begin September 18, with the devices launching September 25.
Apple’s product pipeline is getting crowded
The iPhone will not be the only major Apple product arriving this fall.
Bloomberg’s Mark Gurman has also reported that Apple is preparing a refreshed iPad mini featuring an OLED display. The new tablet is reportedly still on track to launch this fall, before the end of October.
The change would be significant for the iPad mini, which has retained an 8.3-inch LCD display for years.
An OLED panel could provide deeper blacks, stronger contrast and more vibrant colors, potentially making the compact tablet more appealing for video, gaming, reading and general media consumption, an India Today report said.
The iPad mini is reportedly part of a broader product refresh that includes new Macs, Apple Watches and AirPods. Apple is also working on a new Mac mini and additional Macs featuring upcoming M6 chips.
A touchscreen MacBook Pro is reportedly in development as well, although that product is further away.
What the potential price increase means for buyers
For consumers, the immediate takeaway is simple: the iPhone 18 Pro could become more expensive even before factoring in the potential premium for higher storage configurations.
A move from $1,099 to $1,199 would represent a roughly 9 per cent increase, making the entry-level Pro model noticeably more expensive while still keeping it within the pricing range of competing premium smartphones.
The bigger question is whether Apple stops there.
Gurman’s reporting suggests the company has room to increase prices further, particularly because it has already implemented larger increases on Macs and iPads. But there are reasons to believe Apple may exercise some restraint with the iPhone.
The iPhone is too important to Apple’s ecosystem and consumer business to risk a major backlash over pricing. A $100 increase could therefore represent a compromise between protecting margins and avoiding severe sticker shock.
For buyers, that means timing could matter.
Consumers who already know they want an iPhone 18 Pro may want to compare the new pricing against the current-generation models before making a decision. Those who do not need the newest hardware may also find that older iPhones become more attractive if Apple maintains them at lower prices.
Meanwhile, buyers interested in the Pro Max will have to weigh not only the larger display and battery but also the possibility of exclusive camera hardware.
And consumers considering Apple’s foldable iPhone will face an entirely different equation, with reports pointing to a starting price around $2,000.
The bigger picture for Apple
Apple’s potential iPhone price increase is ultimately about more than one $100 jump.
It reflects a broader shift in the economics of consumer electronics, where rising memory and component costs are forcing major technology companies to rethink how much of those increases they can absorb.
Apple’s recent Mac and iPad price increases show that the company is already willing to act when costs rise. The iPhone, however, is a different proposition because of its enormous installed base and central role in Apple’s ecosystem.
The company therefore appears to be walking a narrow line.
It needs to protect profitability while keeping its flagship smartphone competitive. It also needs to introduce enough new features to persuade consumers that a higher price is justified.
The iPhone 18 Pro and Pro Max could offer Apple several ways to make that case, from camera improvements and potentially exclusive Pro Max technology to the broader appeal of a new generation of hardware.
But for buyers, the message is less exciting.
If Gurman’s prediction is correct and an iPhone price increase “remains inevitable,” the days of expecting every new iPhone generation to arrive at roughly the same price may be coming to an end.
And with Apple preparing not only new iPhones but also a foldable device, a refreshed OLED iPad mini and a broader wave of products, the company appears to be entering one of its busiest product cycles in years — at precisely the moment when the cost of getting into Apple’s ecosystem could be rising.
